We live in a video-centric world. Everywhere we look there is a video screen ready to serve up exactly what we are want. How many times do you reach for your mobile device each day? Try counting the times. For me it’s at least 25 times. It sits in a holster on my hip from the moment I get dressed in the morning to when I finally climb into bed late at night. And then it’s on the night table next to me…just in case I need to Google something. And when I don’t have my mobile device belted on, I’m on my iPad, Mac or watching TV. These days, I spend more time looking at screens than any other activity. My wife doesn’t seem to mind either, since she does the same damn thing! (She likes YouTube viral pet and baby videos.)
Is this a good thing or a bad thing? Well, It’s just a thing! …A fact of life in the 21st century!
The lesson in this: If you want to do business in this video-centric world, you have to be video-savvy. In the case of an auto dealership, the everlasting dream is to have customers lining up to take a test drive in your new or pre-owned cars. But everyone is too busy looking at screens, shopping on the Internet, pointing and clicking! So what can a smart auto dealer do?
Here’s the key: Get them excited enough to actually use the mobile device as a telephone and call, text or email for an appointment to take a test drive. How? Give car shoppers the benefits of exciting, informative and enlightening video test drives. You’ll do more than inform, more than entertain. You’ll provide the excitement and motivation that car shoppers need to turn their virtual test drives into actual test drives.
Today, car buyers would rather watch videos than deal with salesmen face to face. The National Rent A Car ad that we see a lot says volumes about consumers’ attitudes today: “I don’t want to talk to any humans unless I want to…and I don’t.”
Whether its YouTube, Facebook, Google + or any number of video streaming services, video is the tool that starts the virtual conversation and makes communicating comfortable, fast and easy. For car shoppers, video test drives create desire and urgency to own the car. When an in-market consumer virtually gets behind the wheel, the dealer has opened the door to a positive business and personal relationship that will lead to providing that person with the right car for his or her needs, not just in the immediate future, but for years to come.
Jim Barisano is the CEO of WheelsTV, creators of the WheelsTV Showroom. Jim can be reached at firstname.lastname@example.org or by calling 978-264-4333.